MCB-32306 Applied Consumer Studies


Credits 6.00

Teaching methodContact hours
Group work6
Independent study0
Course coordinator(s)dr. ir. PW van Kleef
Lecturer(s)WEAM van Rookhuijzen
dr. IE de Hooge
dr. J van Beek
dr. HHS Moerbeek
dr. D Fischer
dr. ir. PW van Kleef
Examiner(s)dr. ir. PW van Kleef

Language of instruction:


Assumed knowledge on:

MCB-20806 Principles of Consumer Studies.


Consumer experts are expected to be able to give explanations for consumer responses to diverse events, and to be able to conduct research into this consumer behaviour. This course teaches students to examine a practical issue related to consumer behaviour, such that in a short time period a first hypothesis can be formulated which can be tested with an experimental study. Students formulate a problem statement based on a chosen theme, examine the theoretical background of the issue, and perform and interpret a small empirical experiment The course thus teaches students to integrate and apply theoretical knowledge of consumer sciences.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- apply theoretical knowledge to current practical issues;
- integrate diverse theoretical viewpoints when formulating and answering questions related to consumer behaviour;
- find additional literature and information about current issues surrounding consumer behaviour on the basis of data files and internet sites;
- integrate the literature and additional information and apply the obtained insights in a written report on the issue;
- formulate a research objective and research questions on the basis of the obtained knowledge and insights;
- conduct, analyse, and interpret the results of a small-scale experimental study;
- take initiative and responsibility for their own learning process.


Weekly group assignments building a sound piece of consumer behaviour research in 8 weeks.


Report and presentation of  conducted study.

Compulsory for: BBCManagement and Consumer StudiesBScB: Spec. B - Consumer Studies1AF